Research On The Causes And Countermeasures Of Marketing Channel Conflicts In Stars Feed Limited Liability Company

Constantly changes in the economy today,many companies are advocating innovation,integration of resources,intensive management,forming scale economy,however,how to reflect a company specific profit,see is purchasing how to control the selection of raw materials costs,sales efforts to sell the products so as to realize the benefit maximization,on sales link we can't ignore the dealer exist,however,there are many factors that can affect marketing channels,each region by dealers operating products,operating environment,the management idea,and so on,therefore produce between dealers and distributors,dealers and suppliers all sorts of conflicts between suppliers and the power of the measures taken by incentive behavior has been affecting a company's marketing channel management,therefore this article through studies the incentive for marketing channel power,conflict,the stars feed co,LTD in the future integrated marketing channels to continuously improve management methods have important practical significance.In this study a combination of some of the research at home and abroad,on the basis of the feed stars co,LTD as the research object,through questionnaire and visiting methods such as field of collecting data,study of marketing channel management.the article is divided into five parts:Part one: comprehensive research and theory,has summarized the domestic and foreign scholars on this basis,the analysis of the deficiency of existing research,found that his research perspective,the possible innovation place,and then clarify our papers.The second part: introduce the marketing channel status and design research plan of star Feed Co.,Ltd.First,it describes the current situation of marketing channel,the current situation of channel power application and the current situation of channel incentive policy.Secondly,it defines the concept of the marketing channel conflict and the main content of the design research,and determines the research methods of this paper,arranges the research plan,and analyzes the distribution of the sample data,thus setting up the distribution of the sample data.Study the technical roadmap.The third part: the descriptive statistical analysis of the forms of marketing channel conflict shows that the marketing channel of star feed limited liability company is divided into vertical channel conflict,horizontal channel conflict,explicit channel conflict and recessive channel conflict.The company punishes power and incentives in the use of Qu Daoquan force.The irrational use of the policy leads to conflicting conflicts between the distributors of the company,the total dealer and the network mall between the two retailers and the network business city and the direct site.The fourth part: the reasons for the conflict of marketing channel of star feed co,LTD.Respectively from the level of vertical channel conflict,channel conflict,the dominant channel conflict,channel conflict and channel power use,and the problems of incentive policy to analyze the influence of marketing channel conflict reason,the study found that the dealer for their respective interests,suppliers and distributors goal,improper incentives,regional franchisee too much power,transregional reasons,lack of daily supervision,without effective communication,and so on causes of the conflict,and in the process of company use channel power,incentive policy in the process of the implementation of punishment power and the reason for the dealer members distort incentives lead to channel conflict increases the difficulty of solving marketing channel conflict.The fifth part: Based on the analysis of the influencing factors of marketing channel conflict,it puts forward corresponding countermeasures and suggestions.Through the above five parts,we understand the current situation of marketing channel operation,marketing channel power and marketing channel incentive policy of star feed limited liability company.Through the descriptive statistical analysis of the manifestations of marketing channel conflict,we get the result of the cause of marketing channel conflict to optimize the marketing channel conflict method.There is a comprehensive understanding of the countermeasures and suggestions.Star feed companies should use channel power to reduce the conflict of channels,choose appropriate dealers to avoid conflicts,formulate reasonable channel policies and strategies to solve conflict conflicts,and use reasonable incentive policies to alleviate the conflict of channels.